Shaped and directed the new stage of the company, moving from a fresh-fruit import company into a retail service-provider one, entering into a complete unexplored territory for the whole organization, redefining the commercial strategy, developing potential accounts and partnering with strategic customers.Remodeled and simplified the route-to-market, assessing Chinese markets and cities by customer’s profitability and potential, tracking industry trends and consumer behaviors when defining next steps.Led and helped team members with the new organizational structure and mindset, and recruited new talent for the corresponding new positions, strengthening team work and positioning SVA Fruits as a customer-centric company.Defined organizational goals and KPI’s for the first season for all company’s areasImplemented ERP and CRM systems (SAP and Salesforce respectively), firstly, to visualize and analyze relevant figures, and secondly, to understand and manage industry’s opportunities and “room for improvement”.Supported commercial team with on-time and important information to define sales plans, goals and marketing activities.

Managed 40+ brands throughout 20+ importers and distributors in Western Europe, defining commercial strategy and implementing long-term goals for each brand and market.Established and executed tailor-made plans, analyzing competitive advantages of both winery and distributors, separating businesses in different channels, growing 30% and 8% in retail and on-trade channels respectively.Achieved 10% CAGR since assuming in 2013, transforming the business model dealing directly with retailers and key accounts. Chilean industry grew 3% CAGR since 2010.Reached agreement with Heineken Europe and important regional retail chains to develop several brands together in the premium on and off-trade segments, using their distribution channels, enhancing winery’s presence and product mix.Collaborated executing new organizational structure, moving Regional Managers to key markets while reporting to HQ’s (first Regional Manager living abroad).

Managed different markets worldwide, assessing product mix and penetration strategy based on economic and commercial situations, improving product mix and profitability of the SBU by 15% after 2 years in the position.Launched a new product category, leading the multi-task team, reaching 150% higher profitability within the first year.Designed and implemented tool to measure businesses’ profitability and compare several opportunities simultaneously, improving and speeding up decision-making process (relevant for business)

Led B2B South-Division Sales team, based in several cities along the country. Revitalized each sub-region, showing immediate performance improvements, growing 30% with new local distributors, strategic contracts and innovations.